Rethinking Social Media's ROI

Author:

Bryan Urbick

Source:

Historically, return on investment (ROI) has been predominantly based on financial considerations. This is changing as other parameters must be considered. The explosion of social media and the resulting impact on businesses are key developments. I believe ROI needs rethinking -- not because it’s no longer effective, but because it may result in the strategic emphasis being placed potentially on the wrong kind of marketing activities.

Despite all the apparent excitement and buzz dedicated to digital marketing, brands are still struggling to find the perfect social media campaign. The brand teams often fail to achieve the results they need because their social media campaigns fluctuate wildly. Finding the true ROI of social media becomes a considerable challenge...